Reception Theory

1) Create a new blog post called ‘Reception theory’ and write a paragraph for each advert analysing the dominant, negotiated and oppositional readings.

The dominant reading for this advert is to show everyone that Reebok has a large target audience and that their clothing brand can be worn by anyone of all classes and ethnicity. The used 50 Cent to try and show people who grew up with the artist that Rebook is a cool brand that understand that target audience

The negotiated reading for this advert would be that Reebok's clothing brand is affordable and aimed at the lower and middle class who have encountered struggles and may be less fortunate. Having 50 cent the man in the advert implies this and shows that Reebok's clothing brand is aimed at people who are less fortunate than others. 

The oppositional reading for this advert may be that Reebok's clothing brand is of lesser quality in comparison to other brands as 50cent comes from a less fortunate background; another possible reading would be that Rebook supports gang violence as 50 Cent has a well known history in gang crime.

The dominant reading of this image is that if you have Nike items you are bound to win no matter what, another dominant reading of the ad is that winning is incredibly important.

The only real negotiated reading of this image is that winning is a difficult process to get to, hence the usage of Tiger Woods, an athlete that has history of failing before he succeeded

The oppositional reading of this image is that nothing matters but winning, this has a bad meaning behind it as it could also mean abandon everything for success. Tiger woods has bad controversy behind him, it can also be seen that Nike condones his actions     

2) Do these adverts provide evidence for the idea that audiences are free to interpret messages in a variety of ways - including rejecting them? Answer this question as a mini-essay, exploring both sides of the argument

I believe that everyone lives in their own subjective reality, what this means is that if many people were given the same text or image to analyze; These advertisements are clear examples of that.